As digital options continue to grow, so too does the willingness of people to use the Internet for a host of activities once solely restricted to face-to-face encounters.
From grocery shopping and healthcare to obtaining education, the desire to enjoy these services via the Internet is on the rise globally.
In its Global Digital Landscape Survey, researchers from Nielsen gauged the current and desired digital activities of some 30,000 respondents from 60 countries across the globe.
Unsurprisingly, researchers found that many people globally have a strong interest in seeing new areas of use developed while they readily admit to taking advantage of digital connections for a variety of activities currently available.
What Most People Go Digital For
As it stands right now, Nielsen researchers found that people use digital devices for three main reasons: building and maintaining relationships, gathering information and consuming entertainment.
The use of digital devices for these purposes broke down with a strong majority reporting these specific uses:
- Connecting with friends and family, 65%
- Getting news, 63%
- Listening to music, 63%
- Taking pictures and video, 61%
What They Want to Go Digital For
Nielsen’s researchers also delved into areas of opportunity that remain on the table for the digital world.
They found that many digital consumers are more than willing to forego face-to-face encounters of the past to gain access to services such as healthcare, education and grocery shopping via their devices.
While some disparities in interest existed regionally, global respondents indicated a willingness to use:
- Healthcare – The prospect of being able to use an electronic device to share medical information and gain input was especially high in developing regions where medical access is sometimes limited. The willingness to use devices for this purpose was highest in Asia-Pacific (60%), Africa/Middle East (52%) and Latin America (50%). It was lower in more developed areas with only 45% of North Americans showing an interest and 39% of European respondents.
- Education – Globally, some 52% of respondents said they were willing to use a device to obtain education. The highest willingness is in Asia-Pacific and North America at 57% each. It’s lowest in Latin America at 36%, but this region had the highest level of respondents who said they already used digital tools to get an education.
- Grocery shopping – Only about a third (32%) of people globally say they already use devices to buy groceries, but 48% are willing to do so. Interest is highest at 54% in Africa/Middle East, 51% in Asia-Pacific and 50% in North America.
- Finance – While many consumers in North America and Europe already have access to this type of service, developing areas have yet to see this option take off. Even so, respondents have an interest. It’s highest in Asia-Pacific at 47%, followed by Africa/Middle East at 44% and Latin America at 41%.
Interesting Findings About Current TV Consumption
Nielsen also took a look at how digital users are currently using their devices to gain power over television consumption. The results globally indicate people are truly watching what they want, where they want and how they want:
- 67% say they switch channels when commercials come on
- 65% say they prefer watching video programming live
- 64% say they watch multiple episodes of their favorite shows on one day to catch up
- 64% say watching time-shifted programming fits their schedules better
- 63% prefer bigger screen televisions for viewing
- 59% do say being able to watch video programming on mobile devices is convenient
- 53% say a tablet is just as good as a PC or laptop
While the digital revolution has made itself known globally, Nielsen’s survey indicates there is still opportunity for expansion.
